My team didn't make it to the Superbowl this year...again. But what will bring me to the screen later today is the Brand personality of the two superstar quarterbacks, Cam Newton and Peyton Manning. When we think of BrandED leadership, three words : IMAGE, PROMISE, AND RESULT are markers for school leaders who will lead the way, just as these two fine athletes have done to get to this defining moment .
They have authentically presented two different images, one of the sage, time-tested and resilient leader, the "Omaha" king, Peyton. And the other, the young, confident, smart, hip and steely young man, Cam. Their own IMAGE is a distinguishing factor that sets them apart and has created a loyal following. Positioning themselves from their core, I bet each could name themselves as a core brand in just one word, an exercise my co-author, @E_sheninger and I mention in our work with BrandED. And as a BrandED leader, you can name your brand and the brand of your school in one word, too.
The PROMISE that both these men make to their fans has been built all season as they've lived out their year, one quarterback fighting back into the the starting spotlight, while the other holding the attention of fans week after week with his unshakable ability to not only throw the ball, but run. One quarterback's promise seems to be, "I won't let you down", the other seems to shout, "I won't let up." Both promises are genuine, and the trust they bring in exchange with the fans is evident. Just check out the way people deck themselves out in the stands later in painted and dazzling ways to be at one with their QB's promise.
Finally RESULT...ok, it's the same for each titan of the turf. THE WIN!
But even there, the brand personality of each man offers a different view. This is Peyton's last rodeo and Cam's the next big thing. And as the millions of stakeholders around theirTVs look forward to seeing these two NFL brands meet, the educators among them can see the BrandED connection along with the chips, dips, wings and, of course, big brand super commercials: Be authentic with crafting your BrandED IMAGE , build trust into your PROMISE for your school , and keep your eye on the prize for RESULT.
Go team BrandED!